TORONTO--(Marketwire - Aug 23, 2012) - The 2012 Summer Olympics are in the history books, giving each of us the opportunity to debate which athletes gave the most memorable performances in London. Banyan Branch, a Seattle social media agency, and Sysomos, the leading provider of social media monitoring and analytics, looked at nearly 1 million pieces of content that were driven by the athletes and leading sponsors during the Games, and compiled the data into an infographic representing the winners during London's 2012 social games.
"There were a lot of great infographics about social media and the Olympics, but we hadn't seen any that compared athletes and brands," says Banyan Branch President Blake Cahill. "By analyzing age, gender and peaks in the conversation, you have an opportunity to maximize brand-affinity with your sports and entertainment sponsorships."
American swimmer Michael Phelps and Jamaican sprinter Usain Bolt dominated the Olympic athlete conversation with more than 400,000 social media mentions between them. The two were neck-and-neck overall, with Bolt generating more conversation on Facebook and Twitter. U.S. gymnast Gabrielle Douglas was a close third, sparking 110,000 mentions thanks to her gold medal performance in the women's all around.
Proctor & Gamble was the clear winner among brands. P&G succeeded not only in terms of total brand mentions (295,000) but in the way its online conversations coincided with athlete mentions. During nearly all of the peak gold medal moments by Phelps, Bolt and Douglas, conversation spiked for P&G as well. P&G's demographics align with Phelps and Douglas, while Coca-Cola and Visa share a predominantly male audience with an average age of 35, making those brands better fits for sponsorships with athletes like Bolt.
Sponsors averaged 28% positive mentions against 11% negative during the Olympics, while athletes generated 25% positive against 8% negative. Social media is a good indicator of alignment between brand affinity and athlete affinity, and these figures can help brands make better and smarter decisions about sponsorships and advertising options when it comes to global events such as the Olympics.
"London 2012 spurred the largest volume of social media conversations ever seen surrounding a single experience," said Sysomos Community Manager Sheldon Levine. "It gave us the perfect opportunity to demonstrate the power of social media influence on brand perceptions -- and show why it's so important for brands to religiously monitor conversations to stay on top of changing affinities."
About Banyan Branch
Banyan Branch, based in Seattle, Wash., is a full-service social media agency that provides end-to-end marketing services including strategy, creative, execution and analytics. With a holistic approach that integrates Strategy, Social Media Creative, Engagement and Research & Analytics, Banyan Branch delivers social media programs unmatched by smaller agencies, while providing more personalized service and quicker response than large-scale digital firms. Dozens of the world's leading brands, including Amazon, Clarisonic, FOX, Gilt Groupe, Microsoft, Porsche, Parallels and T-Mobile have partnered with Banyan Branch to implement a wide variety of social media campaigns. Any company ready to connect with its customers where they live and breathe can contact Banyan Branch via http://banyanbranch.com.
Sysomos, a Marketwire company, offers social media monitoring and analytics products that give corporations, marketers, public relations agencies and advertisers the intelligence and insight needed to make smarter business and strategic decisions. The Sysomos platform brings business intelligence to social media, giving you instant and unlimited access to all social media conversations so you can quickly see what's happening, why it's happening and who's driving the conversations. Through the use of contextual text analytics and data mining technology, Sysomos collects billions of social media conversations from blogs, Twitter, social networks, message boards, wikis and a growing number of major news sources. Visit www.sysomos.com.